Sales Enablement ensure that Salespeople are equipped to have valuable conversations that help buyers advance through their buying process.

1. Sales Enablement Planning

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“Sales enablement is a measurable set
of activities that equip sales teams with
tools, techniques, and insights that
increase sales results.”
Knowledgetree

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Sales Enablement
Salespeople are facing obstacles at every turn:
● 73% of sales reps believe better data would help
them win more deals
● 89% of sales reps have missed sales opportunities
because of missing information (or overload)
● Sales spend to much time looking for and create
content (up to 70% Forrester)

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Goals
● Ensure Salespeople are equipped to have
valuable conversations that help buyers
advance through their buying process.
 Messages & strategies that are learned from
experience with buyers.
 Adds value in sales conversations!
● Build e-learning plan

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Lessons learned
● Treat sales enablement content creation
like a Marketing Campaign:
 Target Message to different Stage in the
Buying Cycle
 Think about our Audience.. The Sales
Team´s
 Add a Call-to-Action after each sales
training
 Measure all content
● Reward Achievements
 Salespeople are driven by goals, which
makes an achievement-based training
program another excellent option.
● Sales Enablement is not just Videos
 Playbooks
 Q&A´s
 Messaging document
 The videos just connect the dots ….

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Follow The Customer Through Their Cycle
Find
Justification/
Learn
Engage Buy Renew Upgrade
We might
have a
problem.
We understand
our problem
and need a
solution.
Your solution
applies to our
needs.
The business case
applies to our needs.
We need reassurance
we made the right
decision.
Educate Enable Reinforce
Customer
buying
process
Sales
Person
needs
Sales Enablement Content – The Fuel
Sales Enablement Technologies– The Engine

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Follow The Customer Through Their Cycle
Find
Justification/
Learn
Engage Buy Renew Upgrade
We might
have a
problem.
Educate Enable Reinforce
Customer
buying
process
Sales
Person
needs
Thought
Leadership:
• Articles
• Social Media
• Newsletters
• White Papers
We understand
our problem
and need a
solution.
Your solution
applies to our
needs.
The business case
applies to our needs.
We need reassurance
we made the right
decision.
Product/Solution:
• Webinars
• Reports
• Product
Collateral
• Video´s
Value:
• Case Studies
• Blogs
• Sub-sites
• Self-Guided Demo
Competitive Edge:
• Demos
• Competitive Tools
• Testimonials
Financial Justification:
• Trials
• ROI Tools
• Proof of Concept
We might
have a
problem.

8. SA Plan

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Planning
● Audit existing material
 What can be used, re purposed
● What is missing
 Sales Playbooks (guides)
 Analytics
 Persona content
 Product content
 Customer success content
 Q&A´s
 ROI material
● Build Production plan
 Knowledge transfer plan (e-learning)
Planning

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Engagement
● E-learning plan
 Videos
• Presentations
• White boarding
• animations
 Solution selling tools
 External reports (proof)
 Collaboration
● Deliver relevant an valuable
content
● On-Demand & On-Going (robust,
user friendly, integrated with CRM)
Engagement

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Follow-up
● Follow-up
 Results of e-learning
 Share results with Sales Leadership
 Agree on SLA´s
● Get feedback
● CRM integration
● Keep training fresh (repetition key)
Engagement

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Matrix
Owner Market opp Competitive Technical
Sales
Pre-Sales
Delivery
Sales:
• Product knowledge
• Drivers/qualify
(persona)
• Domain/trend know
• Competitive knowledge
• Use Cases
• References (win/loss)
• ROI
Pre-Sales:
• Domain/trend know
• Product knowledge
• Eco System?
• Competitive knowledge
• Use Cases
• Solution Design
Delivery:
• Services offerings
• Product knowledge
• Solution Design
• Implementation

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Must have sales enablement content
● Persona Documents
 In order to fully convey the value of your company’s offerings, you have to fully understand your
personas – specifically your buyers and users. Your sales team should understand your buyers’
top pains, challenges, motivations and responsibilities.
● Product Content
 Ultimately your sales team should know as much information about your products as your
product team experts. Various types of product specific content can help you get there,
including demos, overviews, videos, solution architectures, product pages and presentations.
● Customer Success Content
 Any content that shows the value of your offerings and highlights the success of your customers
is an important, credible asset for your sales team. This type of content can appear in many
formats from testimonial quotes, to written case studies, to customer videos.

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Basic SA Material
● Data Sheet
● Product Presentations
 Vision of Product (PPT, White Board video)
 Technical & Functional presentation (PPT, White Board video)
● Price list
● Competitive Analysis
 Objection handling main competitors
● Reference Cases